Magazine article Marketing

ADWATCH: I Can't Believe It's Not Butter Uses Element of Surprise

Magazine article Marketing

ADWATCH: I Can't Believe It's Not Butter Uses Element of Surprise

Article excerpt

In TV ads supporting its relaunch, the dairy spread revels in the sheer joy it offers.

Unilever Bestfoods has invested pounds 5m in a relaunch campaign for its dairy spread brand I Can't Believe It's Not Butter and the TV work has entered this week's Adwatch table at number seven with 55% recall.

The creative is the first work from ad agency Mother, which won the business in March 2002 in a pitch against HHCL and Partners.

The ads feature groups of Americans being shown something that shocks and amazes them. The creative is in the style of programmes featuring US magician David Blaine, who elicits gasps of amazement from the public with tricks he performs on the street. In the short version of the ads, the viewer never sees what it is that amazes the passers-by so much; but in a longer version, a voiceover says: 'That, madam, is not butter. Unbelievable, isn't it?' The end frame shows the top of the packs. The short versions show just the startled expressions and the pack shot.

George Bryant, a strategist at Mother, says: 'The yellow fats category has become health-obsessed in the past four to five years with almost a promise that margarines will not just be tasty but also save your life.

We wanted to get back to what I Can't Believe It's Not Butter does best, by revelling in the sheer joy and entertainment value. …

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